I was involved with Hubway and Boston Bikes for more than two years in Mayor Menino’s press office.

Biking has always attracted press attention in Boston and elsewhere. Bike sharing, in particular, is a hot topic. But bike sharing safety is a concern. One more recent venture aims to fix the safety gap, and it made great press, to boot.

The HelmetHub machine is a street kiosk built right into the Hubway platform that allows for users to rent and return helmets at the same time that they rent Hubway bicycles. Returned helmets are removed from the machine and taken for inspection and sanitization.

HelmetHub vending machineHelmetHub, a company that grew out of an MIT class, won a contract with the City in May to design, test, and implement this kind of helmet rental system in Boston, which Hubway riders have been asking for since the sharing service began in Boston.

When we announced the placement of the first machine, we did it as a traditional press release blast, with follow-up and interview availability to reporters. The result was a successful media campaign, blending the city, Hubway, and HelmetHub for shared publicity across local and national outlets.